Duracell Torch Solutions -A New Approach To The

Torch Category

92.8

59.351.3 50

32.5 29.5

16.610.3 10 8.7 8.4

0

10

20

30

40

50

60

70

80

90

100

Germ

any UK

Fran

ce Italy

Polan

d

Spain

Nethe

rland

s

Belgi

um

Hung

ary

Swed

en

Portu

gal

The UK is the second biggest torch market in Europe with an installed base of 59.3 million units

Source: Duracell Estimates - Torch Omnibus April 2002 Sweden/France/UK & Govt Stats

Installed Torch Base millions

With the typical torch replacement cycle appearing to be every 3-4 years

13%

13%

21%24%

29%

Up to 1 year 1-2 Years 2-3 Years 3-4 Years Over 4 Years

Age of torches owned by household

Source: Duracell NUS Dec 2000 UK/France/Germany/Spain/Italy

23.2

14.812.8 12.5

8.1 7.4

4.22.6 2.5 2.2 2.1

0

5

10

15

20

25

Germ

any UK

Fran

ce Italy

Polan

d

Spain

Nethe

rland

s

Belgi

um

Hung

ary

Swed

en

Portu

gal

•Making the size of the torch market in the UK over 14.8 million units per annum

Estimated annual torch unit sales

Source: Duracell Estimates - Torch Omnibus April 2002 Sweden/France/UK, NUS Dec 2000 & Govt Stats

30%

28%

20%

10%

12%

1 2 3 4 5+

The number of torches owned suggest that for many consumers there are different usage occasions

Numbers of torches owned

Source: Duracell Torch Omnibus April 2002 Sweden/France/UK

6%

5%

12%

16%13%

45%3%

Every Day 4-6 times per week 1-3 times per week 2-3 times per monthOnce per month Less Often Don't Know

Furthermore torch usage patterns also suggest different types of torch consumer

Frequency of torch usage by household

Source: Duracell NUS Dec 2000 UK/France/Germany/Spain/Italy

To establish this further Duracell undertook qualitative research into Torches

• Research conducted in France and Italy in January 2002

• As well as inputting into the Duracell Torches relaunch the research looked at the different types of torch consumer and how and why they purchased torches

•Supported by quantitative research in UK, France and Sweden

•Probably the most comprehensive consumer research into torches in Europe, ever !!

quality that lastsDuracell Torches For Every Occasion

personal

PERSONAL

• Small and portable torches• Can be carried in pocket, handbag etc…• ‘ Just in case ‘ torch• Used to find things• ‘ I keep this small torch in my handbag as there is no light by my door ‘

personalpocket torch

• 2 x AA batteries (included)

• Fits easily into pocket/purse

• Quick flip top to turn on

• Stands on its own

• Easy side slide for battery replacement

personalmini

• 2 x AA (not included)

• Convenient clip

• Easy on/off switch

• Morse capability

home/car

HOME/CAR

• Size will vary • Kept in the kitchen drawer / glove compartment etc…

• Also found in the garage, cellar, attic• Used just in case of power failures / car breakdowns /emergencies

• Finding things around the house, in the car • ‘ I keep this torch in the car or in the house in case of breakdowns, power cuts etc..

home/car

• 2 X C batteries ( not included )

•Easy on/off switch

•Clip for belt loop or shelf

•Morse capability

•Easily adjustable beam

•Remove head for stand alone area light

multi

outdoor

OUTDOOR

• Size will vary, tend to be larger • Portable• Used for camping, walking in the dark etc... • Heavy duty, durable, resilient• Easy to carry, • Often requires a hands free function• ‘’I use this one when I go camping because it is durable’’

outdoorvoyager

• 2 X AA batteries (included)

•Durable rubber construction

•Water resistant

•Shock proof

outdoorexplorer

• 2 X D batteries ( included )

•Durable rubber construction

•Water resistant

•Shock proof

outdoorprofessional

• 4 x C batteries ( included )

•Swivel head for hand free work

•Variable angle light

•Stable stand

•Storage compartment

THE RANGE

0%

20%

40%

60%

80%1

2

34

5

Duracell EnergizerMaglitePhilipsVarta

Clear No.1 choice

UK Torch Brand Attributes• Is my 1st brand choice for

torches• Is a high quality brand for

torches• Is a rugged and durable

brand of torch• Is a brand that offers

torches for a wide range of uses and situations

• Is a brand whose reputation in batteries gives me confidence in their torches

Source: 2002 BMRB Torches Omnibus

quality that lastsCostcoTorches For Every Occasion

Clear No.1 choice